社会嵌入与行为惯性视角下的广西大学生微信支付采纳研究
摘要
在移动支付进入成熟应用期的背景下，探究大学生支付行为的演变机制具有重要的理论与现实意义。本研究基于UTAUT2模型，在剔除绩效期望与努力期望等初始采纳因素的基础上，构建了包含社会影响、价格价值与习惯三个维度的后采纳行为模型。通过对412名广西高校大学生的问卷数据进行多元线性回归分析，研究发现：习惯（β=0.536，p<0.01）是预测大学生微信支付使用意愿的最强核心变量，验证了支付行为已形成稳定的自动化模式；价格价值（β=0.108，p<0.05）和社会影响（β=0.103，p<0.01）虽具有显著正向预测作用，但其解释力相对较弱。本研究结论揭示了移动支付在高校群体中已完成从“新技术采纳”向“日常工具化”的范式转型，不仅阐释了成熟支付情境下行为惯性的主导作用，也为优化校园智慧支付服务提供了针对性实践路径。
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